Football is often times regarded as a universal
language because of the uniting power of the game. The World Cup 2014 provides
an even greater universal cause with supporters from all over the world
pledging their allegiance to their teams through numerous avenues, ranging from
a trip to Brazil to watch the matches live, to cheering from home in their
national jerseys.
AboutAIH
Kaymu is part of Africa Internet Holding (AIH). AIH introduces and accelerates the online shift in Africa – for its people and its culture. AIH has built up multiple web companies including: JUMIA, Zando, Kaymu, Hellofood, Lamudi, Carmudi, Jovago and Easy Taxi. For further information please visit www. africainternetholding.com.
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Kaymu
The World Cup is the single greatest marketing milestone
on the planet and overtime has become an FMCG marketing battlefield. The advent
of e-commerce however presents new marketing opportunities for the world cup in
Nigeria as well as all over the world.
Onsite Customization and Promotions:
Major e-commerce players in Nigeria have customized
their logos with visual world cup elements such as a football image inserted into
their logos while the others have specialized categories, landing pages and
slider banners in order to sell sporting items and promote world cup products
which have been a fast sell this season.
Social Media Engagement:
According to Nigeria’s leading online market place, Kaymu.com.ng, social
media engagement in the first week of the world cup was recorded at a Facebook
reach of over 250,000 people. Social media engagement such as football trivia, match predictions and soccer
teasers have been used to actively engage the online community of e-commerce platforms
as well as increase their reach and fan base. Active visual promotion of
sporting items on social media is another effective marketing tool during the
World Cup.
Offline Events and Campaigns:
All over the world, airports were flooded with ardent
football fanatics travelling to Brazil in order to have a firsthand experience
of the World Cup, meanwhile e-commerce platforms in Nigeria have used the
opportunity to engage the fans at home who don’t have such privileges.
While the viewing center isn’t a new football marketing initiative, it is
however one of the most successful, with fans not giving up the opportunity to
watch the match with fellow fans and friends in a highly charged atmosphere.
E-commerce sites like Kaymu.com.ng got even more creative with the initiative by
organizing a viewing center for the Nigerian matches that enabled fans watch
the match in the company of their favorite celebrities, such as Reminisce and
Olamide.
Promotional Videos:
Another relatively new marketing opportunity that has been
introduced for the World Cup is the creation of engaging and funny world cup
promotional videos that create a form of affiliation to their brand and engage
their online community. An example of such a short skit produced by Kaymu is https://www.youtube.com/watch? v=_g4TdEaXcjw
Staff Engagement:
The common saying, charity begins at home, is true for
e-commerce platforms which actively engaged their staff by providing an
opportunity for staff to watch the Nigerian matches in their respective offices.
This turned the office into a football pitch with staff cheering on the super
eagles in their Kaymu branded football jerseys. The staff in turn took the now
popular “Oscar Selfie” which made great social media promotion not only on the
company’s social media platform but on their personal pages.
About
Kaymu
Kaymu is
Nigeria’s #1 safest online market place where buyers and sellers can meet and
make the best deals for used or new products, such as smart phones,
computers, shoes and
clothing, home appliances for the cheapest price thanks to the fixed or auction
pricing system. Visit www.kaymu.com.ng to
explore its offerings.
Kaymu is part of Africa Internet Holding (AIH). AIH introduces and accelerates the online shift in Africa – for its people and its culture. AIH has built up multiple web companies including: JUMIA, Zando, Kaymu, Hellofood, Lamudi, Carmudi, Jovago and Easy Taxi. For further information please visit www.
Sponsored Content
Kaymu
Thank you for this interesting piece
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